Robert Cialdini, professor emeritus of psychology and marketing at Arizona State University and the author of Influence: The Psychology of Persuasion explains the Science of Persuasion. These principles are now a competitive advantage, and more companies are starting to hire people who can use these principles of persuasion. These Principles many companies and individuals use —consciously or not—that behavioral science has shown are effective, whether in making a sale, gaining cooperation or consensus, or coaxing charitable donations.